Philips' AmBX Spins Off To Independence

Former Philips Technology division AmBX, which adds light, air and other effects to entertainment media hardware, has spun off from its parent company into a standalone business. UK-based AmBX's spinoff was made possible thanks to an investment from Netherlands VC firm Prime Technology Ventures. AmBX lets developers and content creators add light, sound, color and other "sensory surround" effects to hardware devices like PCs, alongside games and other media products with the aim of making those experiences more immersive. The company now says it plans to use its independence to become "an ubiquitous standard in entertainment media and hardware," strengthen its position in games and launch into new sectors like music, films, PC-based entertainment and public venues. The company will continue its working relationship with Philips, who remain a licensee as well as a limited partner in Prime Technology Ventures, but AmBX is also free to license to other companies. "AmBX was originally conceived within Philips who have a heritage of creating innovative and ground-breaking technologies," says AmBX CEO Neil MacDonald. "We’re now ready to take amBX to the next level and our successful spin-out as an independent company will allow us to drive amBX as an essential platform for not only PC, but for console gaming entertainment, home theatre, music and even larger, bespoke installations in large scale entertainment venues.”